In Japan, a country with the fastest growing elderly population in the world, business is booming... for adult nappies.
And what's more, the industry is set to outsell baby nappies by 2020.
For a country where 24% of the population (30 million people) are aged 65 and above, compared with just 13% aged 14 and under, this shift is unsurprising.
Advertisement
According to Japan's Nikkei newspaper, paper companies Daio and Nippon paper are expanding in response to a surge in demand.
The adult nappy industry is now reported to be worth 140bn yen (£933.66m).
Watch the full report above